How the confinements have relaunched the French interest in sewing
Jonathan Grelierivity of "France is moving" Tuesday on Europe 1, the director general of Mondial Tissus, Bernard Cherqui, underlined the role of the 2020 confinements in the return of the French to sewing.The first, in March of last year, "accelerated sales considerably," said the manager.
Will the new recent restrictions linked to the health situation again be a boon for fabric shops?In any case, last year's confinements relaunched the French interest in sewing.At the end of the first confinement last spring, many of them wanted to equip themselves to make their own clothes."Confainment has accelerated sales," confirmed Bernard Cherqui, the general manager of the haberdashery specialist and marketing of fabrics, World Tissus, Tuesday in France is on Europe 1.
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"Our request for sewing machines has been multiplied by seven"
"Confainment helped us but already, before, we had felt that people liked to do for themselves, this is called 'Do It Yourself'," said the leader.Bernard Cherqui says that he had "never had so many people" in his hundred stores at the end of the first confinement.A period that seems to have been conducive to reflection for consumers."When we reopened the stores after the first closure, our request for sewing machines was multiplied by seven," illustrated the business manager."And we sell more and more."
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With hindsight, the manager analyzes that "we are really in an anthropological phenomenon"."The whole world must have stayed at home and wanted to do something useful by having fun."Consequence: "We trained last year 15,000 customers in our stores," he said.Thanks to these training courses and the context of pandemic, "we have rejuvenated our customers," added Bernard Cherqui."Each year, its average age decreases by one year. There is a new, more urban demand ..." This average age is currently 43 years for the brand.
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This customer rejuvenation has implications in the sewing sector.Bernard Cherqui evokes an incentive to go more towards ecological and organic materials.
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